Silver Award for Integrated Campaign
HCA Houston Healthcare
Campaign: Behind the Mask
Client: HCA Houston Healthcare
HCA Houston Healthcare developed a COVID-19 campaign to sustain its nursing workforce. The system tapped local partnerships, media and digital channels to share stories of protective masking and nurses’ commitment and courage. The campaign’s YouTube videos generated more than 1,700 views for a view rate of more than 56%. Workforce stories come alive through a blend of video, social media, print and digital advertising, and media partnerships.